Aliett Buttelman and Nina LaBruna launched Fazit Beauty in January 2022. When it first debuted, the brand focused on various skin-care patches. In the years since, it has built a following on TikTok (76,000 followers) with products like oversized acne patches, silicone scar patches and patches that help treat ingrown hairs. According to Buttelman, by October 2024, the brand had amassed around 200 million views on the app when its trajectory changed overnight.
That's because, in October, Taylor Swift wore Fazit's Faux Freckle Makeup Patches to a Kansas City Chiefs game. The patches, which come in a variety of metallic hues and some sports-themed shades, apply like temporary tattoos. They launched in April 2024.
Within 48 hours, the brand's site traffic spiked by over 3,500%, resulting in $1 million in sales. Last week, Fazit entered 400 CVS doors with its Gold Stardust Speckle Makeup Patches. It is also sold at Urban Outfitters and on Amazon. On the latest Glossy Beauty Podcast, Buttelman teased that a dream retailer is coming soon and noted that the experience with Swift gave her and LaBruna more confidence in negotiating such deals.